Ulta Beauty Becomes First US Specialty Beauty Retailer to Launch TikTok Shop After 11.8% Sales Jump

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3.13.2026

Quick Facts

Ulta Beauty becomes first US specialty beauty retailer to launch on TikTok Shop with curated ‘Only at Ulta’ brand assortment
Q4 2025 net sales jumped 11.8% to $3.9 billion with comparable sales up 5.8%
Company projects 2026 net sales growth of 6% to 7% and earnings per share growth up to 11.4%

Ulta Beauty will launch on TikTok Shop next week, CEO Kecia Steelman announced during the company’s earnings call. The move makes Ulta the first US specialty beauty retailer to join the social commerce platform.

The announcement comes as Ulta reported strong Q4 2025 results. Net sales increased 11.8% to $3.9 billion. Comparable sales grew 5.8%, driven by a 4.2% increase in average ticket and a 1.6% rise in transactions.

For the full fiscal year 2025, Ulta posted a 9.7% increase in net sales to $12.4 billion. Comparable sales climbed 5.4% with earnings per share reaching $25.64.

“We reignited our culture and reinvigorated our brand, and our guests, associates and brand partners took notice,” Steelman said. “We got our swagger back.”

Ulta will launch on TikTok Shop with a curated selection of exclusive brands. The company joins retailers like Pacsun and Revolve on the platform, though few multi-brand retailers have made the leap.

TikTok Shop has become the sixth-largest health and beauty e-commerce retailer in the US. The platform launched its US shopping component in September 2023. Health and beauty products account for 79.3% of TikTok Shop’s US sales, totaling $1.34 billion in 2024.

Investment bank TD Cowen projects TikTok Shop will control 4% of the total US beauty market by 2030, up from 1% in 2023. Amazon currently holds nearly 23% of the beauty market.

Ulta’s strong performance stems from fragrance and skincare sales growth, plus the addition of more than 100 new brands during fiscal 2025. These include Moroccanoil, Amika, Medicube, and TIRTIR. The Ulta Beauty app saw 15% sales growth.

For fiscal 2026, Ulta expects net sales growth of 6% to 7%. The company projects diluted earnings per share between $28.05 and $28.55, representing growth of 9.4% to 11.4%.

Since Steelman became CEO over a year ago, Ulta’s stock has reached an all-time high of $696, an 85% year-over-year increase. The TikTok Shop launch represents the company’s continued push into social commerce.